Hootsuite notes continued social rise amid fake news fears as Facebook stays on top

The yearly Hootsuite digital report has hit the stands again – and has found social media use continues to climb amid the issues of fake news and privacy fears.

The report, which clocks in at 200 pages for the global edition, shows an uptick across the board in terms of social and digital growth. Active social media users went up 9% year on year to almost 3.5 billion globally, while mobile social media users went up 10% to 3.25...

By James Bourne, 31 January 2019, 0 comments. Categories: Data-driven marketing, Social Media Marketing.

More than half of retailers look to utilise Internet of Things in next three years, report claims

A new report released by Boston Retail Partners (BRP) has argued that in order to offer customers a unique personalised shopping experience in every retail channel, stores must blend physical and digital strategies – including the Internet of Things (IoT) and augmented reality (AR).

Customers are interested in trying new technologies if they find improvement in their in-store shopping experience, the report notes. The...

By James Bourne, 30 January 2019, 0 comments. Categories: Customer Experience, Personalised Marketing, Video & Audio Marketing.

How to move from content creation to content automation – and improve engagement

Content marketing is naturally a vital process in terms of telling your customers – existing or potential – about your message, as well as become a lead generation tool in itself. But the content method can be industrialised through an ‘intelligent content supply chain’, according to a new study.

The findings appear in a report from content management firm SDL and analyst Forrester. The study, titled...

By James Bourne, 24 January 2019, 0 comments. Categories: Automation, Content Marketing.

Salesforce wants you to get some AI and visual search into your eCommerce game

Salesforce has announced a series of new updates to its Commerce Cloud platform which aims to encourage organisations to ‘go beyond eCommerce sites and modernise every shopping experience.’

The move includes adding artificial intelligence and visual search capability into APIs and developer services with the goal of giving an insightful experience across various customer touchpoints.

By James Bourne, 15 January 2019, 0 comments. Categories: Automation, Customer Experience, E-Commerce, S-Commerce.

Spiceworks report shows marketing becoming a bigger priority – with ABM and video key

More than a quarter of European organisations expect to beef up their marketing budgets in the coming year, with account-based marketing (ABM) and video high on the priority list, according to a new report from Spiceworks.

The report, which involved a survey of more than 350 B2B marketers in technology companies across North America and Europe, found half (49%) see their budgets remaining flat year on year with only 8%...

By James Bourne, 09 January 2019, 0 comments. Categories: Advertising Technology, Content Marketing.

How brands need to get to grips with voice search – before the opportunity disappears

Voice-enabled search is here – and if your organisation is not up to speed yet, there may be trouble ahead.

That’s the key finding from a new report by marketing agency BrandContent. The report, which combined analysis with a survey of more than 2,000 consumers, found that while men (28%) are significantly more likely than women (13%) to utilise voice search frequently, more than two in three polled had access to either...

By James Bourne, 07 January 2019, 0 comments. Categories: Branding, Search Marketing, Video & Audio Marketing.

The best of MarketingTech in 2018 – and what 2019 has in store for digital marketing

2018 has certainly been an interesting year both for the digital marketing industry and those at the front line. The exciting part – or terrifying, depending on where you stand – is that it is only going to get bigger, with WARC estimating in September that martech spend was at $100 billion globally.

Here, we take a...

Make solving data fragmentation key for 2019 to deliver a greater customer experience

What do marketers need to do in 2019 to deliver a better customer experience? According to a new industry report, it’s all about ensuring the possibility of conversion at any point in the customer journey.

The study from advertising platform provider Criteo, which polled more than 900 direct response marketers, found – to the surprise of not many – a plethora of applications and accounts marketers have to...

Yannic Pluymackers, CMO, Lastminute.com: On management and creating moments for users

You don’t have to be a data scientist to be a CMO these days, but it helps.

That might be stretching the idiom a bit – but a data-centric background certainly hasn’t hindered Yannic Pluymackers. The chief marketing officer of Lastminute.com for more than two years – while admitting he is no data scientist himself – studied economics and statistics at university, and feels being conversant in these disciplines is...

How to achieve ‘consumer-first martech’ – and how the marketing clouds don’t quite stack up

If you’re going to invest in marketing technology, then it needs to have the customer experience at its heart. While this may seem a self-evident statement, new research from the CMO Club argues more can be done in aligning a consumer-first approach to marketing technology.

The study, which polled 69 chief marketing officers and was put together alongside Selligent Marketing Cloud, noted that both sides of the...

By James Bourne, 03 December 2018, 2 comments. Categories: Advertising Technology, Customer Experience, Marketing Cloud.

Jon Buchan: On how to secure leads and meetings by disarming – then charming – your prospects

It’s 9am on a regular working day, sometime around 2012. The computer has just been fired up, the coffee is starting to cool, and you ease yourself into proceedings with a cursory scan of your inbox. The vast majority of what you find is not to your taste; emails that are full of jargon, with a cliched call to action, and so lacking in personalisation that they all blur into one dirge of dullness.

It certainly...

By James Bourne, 29 November 2018, 0 comments. Categories: Best Practice, Content Marketing, Email marketing.

Improving CX strategies: Get the balance right between technological and staff investment

Get the customer experience right, and the rest will follow, according to a new report from Engage Hub.

The study, put together alongside Sapio Research and which polled 100 UK-based customer engagement decision makers, argued organisations see customer experience as more important than even profit and revenue growth going forward. 36% of those polled said CX was the top business objective, compared with 34% for net profit and...

By James Bourne, 21 November 2018, 1 comment. Categories: Automation, Customer Experience, Data-driven marketing.

CMOs expect their budget to increase, says Gartner – but ROI needs to be seen first

CMOs are confident about their budgets increasing next year, according to Gartner – but if money is to increase, then it needs to correlate directly to business initiatives.

The analyst firm has put together a missive based on interviews with more than 600 marketing executives, with almost two thirds (63%) of CMOs expecting their budgets to go up in 2019. Budgets have remained steady this year, comprising just over a...

By James Bourne, 09 November 2018, 0 comments. Categories: Advertising Technology, Campaigns, Customer Experience.

Brian Solis: On CMO pressure, nailing customer journey touchpoints and the rise of Influence 2.0

Brian Solis, principal analyst at Altimeter Group, explains why the role of the chief marketing officer is one of the most stressful in any forward-facing organisation. “The customer has dramatically changed; they’ve been dramatically much more connected, informed and empowered,” he tells MarketingTech. “Technology in marketing in general – you have cloud, artificial intelligence and machine learning now, all these different things you have to simultaneously...

Gone in six seconds: Getting the balance right between viewability and message in short form ads

The temptation to skip an advert when it is forced upon us is never terribly far away. When that option isn’t there, like the data capture gatekeeper making sure we can’t yet access the oasis of content ahead, it is almost as if a sense of foreboding has come over our very souls.

This admittedly might be a slight overreaction. Plus it could be worse – non-skippable ads are usually only six seconds in length,...

By James Bourne, 01 November 2018, 0 comments. Categories: Advertising, Advertising Technology, Mobile Marketing.

CMOs and CFOs are working in harmony – but more can still be done to close the gap

CMOs and CFOs need to get along harmoniously to achieve digital transformation – that much we already know. Yet according to a new research report from Wipro Digital, the two C suites are seeing eye to eye on digital marketing budgets.

The study, which was based on responses from 50 CMOs and 50 CFOs at US companies, says the two are seeing eye to eye much more than ever before. Yet it’s not all peaches and cream; 36% in the financial side said marketers’ use of click through rates and...

By James Bourne, 01 June 2018, 0 comments. Categories: CMO, Content Marketing, CRM, Data-driven marketing.

Klout out for the count as Lithium calls time on influencer network

Klout is set to rank its last: the social reputation service is set to shut down later this month, according to owner Lithium Technologies.

In an email sent by Lithium CEO Pete Hess to customers, and later posted publicly, Hess said Klout did not align with Lithium’s long-term goals. The service is set to be no more on May 25 – coincidentally the date of GDPR enforcement.

Lithium bought Klout for a reported $200 million in 2014.

By James Bourne, 11 May 2018, 0 comments. Categories: Social Media Marketing.

Innovation, personalisation and experimentation: Why you might not be doing any of it right

The word ‘innovation’ must rank fairly highly on a list of the most used and abused buzzwords in digital marketing today. Every organisation thinks that they’re innovative in some form or other – but are they going about it the right way?

San Francisco-based Optimizely believes not. According to Global Head of Strategy Hazjier Pourkhalkhali – who would like to believe his company is ‘the biggest digital laboratory in the world’ – three quarters of all...

Walmart and Google team up for voice-enabled commerce – with Amazon in sights

Perhaps this was, in some way, inevitable: Walmart has got Amazon square in its sights after announcing a partnership with Google for voice-enabled shopping.

The partnership, which will become available in ‘late September’, will enable customers to pick thousands of Walmart items through Google Assistant. Carts can also be personalised, with Google having access to Walmart shoppers’ purchase histories, so enabling a smoother, more efficient shopping experience.

Perhaps most tellingly...

By James Bourne, 24 August 2017, 0 comments. Categories: Commerce, Customer Experience, Data-driven marketing, M-Commerce.